It depends what you define as doing well. Some people just see doing well as the money coming in whereas other people want to spread a message or do some good.
Most of the popular ones just care about cash coming in, will work with anyone and do almost anything they are presented with.
There won't be another generation of these money grabbing fakes, people are wising up to them! So many gleamers books have been failures recently - jim and that moany girl. They are going to get less deals in the future.
I mean my bf does well in that is he is quite popular on yt (he does funny gaming vids and sometimes q & a's etc) and he is very well loved, and makes a good earning from it esp his second channel which is pure Fortnite. But he knows he could make more $'s but he doesn't stoop to any of the things others do, he doesn't collab, sell merch, write books, or sell anything, he doesn't post advertising messages on others video's, he's just super super chill about it all and I love that. Shows you don't need to be thirsty to do well

He makes more than I could ever dream to make a month (14k) and he knows he could double it with certain actions, but it makes him cringe so he doesn't.
I agree it's all come to light now, and people are aware of the manipulation, it's really good the tide has turned

It beggars belief some of these thirsty youtubers, really it disgusts me. They
rake it in and give zero back.
If I was a popular youtuber I would buy a bunch of nice things monthly and do give-aways to my fans. To show my appreciation. Items I bought myself, not freebies or stuff they don't want, but I've never seen them do that. It's sad all they do is take take take and from kids

Where is the appreciation for their gilded lives, you know? It's always give me more money. It's exhausting lol.